Title: Customer Value Toward Purchase Intention on Luxury Brand
Abstract: This study discussed the various aspects related to Luxury Brand. In research this issue, an in-depth analysis was needed because it related to psychological factors of purchase. The research variables in this study were Functionalism Values, Hedonics Value, Symbolic/Expressive Values, and Financials Values of Purchases Intentions for famous brand users. The sample in this study used 180 respondents and it was collected by purposive sampling method. The test was carried out by the Structurally Equations Models (SEM) method. The result of this research found that (1) Functional Value had a positive influence on Purchase Intention, (2) Hedonic Value had a positive effect on Purchase Intention, (3) Symbolic / expressive Value had a positive effect on Purchase Intention, (4) Financial Value did not have a positive effect on Purchase Intention. The implications in this research obtained that it provided input for future brand development, especially for Luxury Brands. Keywords: Functional Value, Hedonic Value, Symbolic/Expressive Value, Financial Value and Purchase Intensity
Publication Year: 2020
Publication Date: 2020-12-10
Language: en
Type: article
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